Strategizing Islamic Medicine Marketing Through Social Media

Abstract

This chapter explored the role of social media in marketing Islamic medicine. The chapter utilized qualitative case study approach through interviews and participant observation. Using purposive sampling, a sample of ten respondents were interviewed in Kano and Kaduna. The author found that social media has strategic positive implications for the marketing of Islamic medicines in Northern Nigeria. In addition, Islamic medicine practitioners use content creation and influencer marketing to create awareness and increase visibility of their products. The prospects of social media adoption lie in the promotion and customization of advertising strategies such as influencer marketing and content creation, which draw attention and aid in promoting a product. Despite its prospect in expanding market share, lack of regulation and the spread of fake news pose serious challenges. Therefore, the chapter suggested that the Nigerian government should support and encourage the business of Islamic medicine through regulations on health standards, fair marketing policies and sound digital innovation.